• MKTG 4520: Advertising Creative

  3.00 Credits

  University of Utah

  
  At some point in their careers, virtually all marketing students will be part of executing, selecting, or directing the creative work of agencies. This is an in-depth course in unlocking the mystery of the creative process behind great advertising messages, executions, and the power of storytelling. The course includes hands-on experience in developing advertising ideas. It also features real-world mentors and highly experienced guest speakers--such as the former Worldwide Advertising Director of American Airlines, along with the current Executive Creative Directors at McCann Worldgroup, the world's largest ad agency. In addition, students will work with creatives from the ADTHING at the U, the University's ad agency staffed by students, run by pros. Prerequisites: 'C-' or better in (BCOR 3040 OR MKTG 3000 OR MKTG 3010 OR MKTG 3011) AND Intermediate or Full Major or Minor status in the School of Business
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• MKTG 4530: AdThing Experience

  1.00 Credits

  University of Utah

  
  Requires admission to the AdThing Experience and approval of the AdThing Director. Students may participate in the AdThing for a maximum of three semesters for credit as desired on a non-credit basis, subject to approval from the AdThing Director. Students participating in three semesters of the AdThing Experience may use these three credits to satisfy ONE of the course requirements for the elective component of the marketing major. Students may not count both the AdThing Experience and MKTG 4880 Marketing Internship toward the elective requirement for the marketing major. Prerequisites: Department Consent.
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• MKTG 4600: Marketing Analytics

  3.00 Credits

  University of Utah

  
  This course in data-based decision making; it examines how data and analytics can be used to improve marketing decisions. Students learn how to use Excel and the Marketing Engineering add-in to build predictive models in order to help make decisions about market segmentation and target market selection; new product and service design; product positioning; pricing; and allocation or marketing mix expenditures. Specifically, the course will cover: conjoint analysis, logit models, Multidimensional Scaling (MDS), and marketing mix response models. Prerequisites: 'C-' or better in ((BCOR 3040 OR MKTG 3000 OR MKTG 3010 OR MKTG 3011) AND Intermediate or Full Major or Minor status in the School of Business OR Full Major status in Quantitative Analysis of Markets & Organizations)
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• MKTG 4650: Fair Algorithms

  1.50 - 3.00 Credits

  University of Utah

  
  Algorithms are used ubiquitously in business decisions in finance, marketing, operations, human resources, and other areas. While algorithms are efficient, they are not always equitable. This course examines the development of fair algorithms. Students will understand the integration of machine learning algorithms in business decisions; sources that influence their fairness; tools to evaluate fairness (in data collection, pre-processing, in-processing, and post-processing stages); fairness metrics for various business decisions; and the use of explainable and interpretable algorithms for business decisions that require transparency. The pros and cons of using glass-box versus black-box algorithms will be covered along with technical, business, social, legal, and ethical ramifications. Prerequisites: 'C-' or better in (BCOR 3040 OR MKTG 3000 OR MKTG 3010 OR MKTG 3011) AND (Full Major or Minor status in the School of Business)
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• MKTG 4700: Entrepreneurial Mktg

  3.00 Credits

  University of Utah

  
  The purpose of this hands-on course is to arm you (as an entrepreneur or marketer) with value-driven entrepreneurial marketing tools and best practices to generate revenue and profit for a business. Through adaptive learning readings, class lectures/discussions, guest speakers, simulation, discussion boards, quizzes, and fresh case studies from both big companies and start-ups we will learn the theory and framework of marketing and brand-building. This will arm you with a toolkit to apply these marketing strategies across a range of categories and industries in startups as well as bigger companies. Key topics include: Strategic planning, SWOT, segmentation, targeting, brand positioning, the 4P's of marketing, brand-building frameworks and brand equity pyramids, marketing strategy, and marketing plans, including marketing mix choices within these plans. Finally, as part of tying it all together, you will do a real-world final project that will integrate the semester learning. Prerequisites: 'C-' or better in (BCOR 3040 OR MKTG 3000 OR MKTG 3010 OR MKTG 3011) AND Intermediate or Full Major or Minor status in the David Eccles School of Business OR Full Major status in Quantitative Analysis of Markets & Org.
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• MKTG 4720: Personal Selling

  3.00 Credits

  University of Utah

  
  This course provides a comprehensive treatment of the significant accumulated knowledge about selling. The basic objectives, concepts, and tools required to be an effective salesperson are covered. Laboratories are scheduled to provide detailed feedback on sales presentations and performance so that students can maximize their improvement. consult the current class schedule for information on the special laboratory fee. Prerequisites: 'C-' or better in (BCOR 3040 OR MKTG 3000 OR MKTG 3010 OR MKTG 3011) AND Intermediate or Full Major or Minor status in the David Eccles School of Business
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• MKTG 4730: Adv Prof Selling

  3.00 Credits

  University of Utah

  
  This course continues the comprehensive treatment of the significant accumulated knowledge about selling from MKTG 4720. The basic objectives, concepts, and tools required to be an effective salesperson are covered. Laboratories are scheduled to provide detailed feedback on sales presentations and performance so that students can maximize their improvement. Prerequisites: 'C-' or better in (BCOR 3040 OR MKTG 3000 OR MKTG 3010 OR MKTG 3011) AND 'B-' or better in MKTG 4720 AND Intermediate or Full Major or Minor status in the School of Business
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• MKTG 4740: Strategic Sales Mgt

  3.00 Credits

  University of Utah

  
  This course is designed to provide a solid foundation for understanding how companies can create value for customers in the highly competitive market place. Emphasis is placed on managerial decision making, how the sales function is aligned to the strategic direction of the firm, the role of technology in sales forced design and management, why the sales force is critical to adjusting to rapidly changing environments, how to apply problem-solving models, how to recruit, select, higher and retain the best sales people, what is required to forecast sales and profits, how to map and measure sales results to increase productivity, what variable drives sales success, as well as what sales incentives and compensations systems require to line the sales organization to the strategy of the firm. Prerequisites: 'C-' or better in (BCOR 3040 OR MKTG 3000 OR MKTG 3010 OR MKTG 3011) AND Intermediate or Full Major or Minor status in the David Eccles School of Business.
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• MKTG 4750: Mktg to Organizations

  3.00 Credits

  University of Utah

  
  Case and discussion based course that focuses on firms that are engaged in marketing to organizations. Examines how to identify competitive marketing advantages, assess market needs, and leverage or sustain these advantages. Prerequisites: 'C-' or better in (BCOR 3040 OR MKTG 3000 OR MKTG 3010 OR MKTG 3011) AND Intermediate or Full Major or Minor status in the School of Business.
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• MKTG 4760: Sales Technology

  3.00 Credits

  University of Utah

  
  This course provides an in-depth introduction to the technology tools used by professional salespeople as they take prospects along the journey from target market to committed loyal customer. Topics include targeting tools, content delivery, data enrichment, lead generation, lead tracking and nurturing, sales funnel management, customer relationship management, social media tools, and spend optimization. Students will learn how to use technologies to analyze new forms of customer data, enhance their ability to forecast customer behavior, and develop and execute effective monetization strategies. Prerequisites: 'C-' or better in (BCOR 3040 OR MKTG 3000 OR MKTG 3010 OR MKTG 3011) AND Intermediate or Full Major or Minor status in the David Eccles School of Business.
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